Six Ways to Make Your Financial Product Pages Stand Out

By Scott Stellwagon

Land let’s face it. Ttoo much banks are stuck in a rut when it comes to deposit account and loan pages on their sites.

At one point, these financial institutions started to believe that less is more when it comes to their website content. Based on conversations with bank marketers, it seems there are a few common reasons why this is now an accepted universal truth about Bank websites:

  • Customers don’t want to read a lot of Product information.
  • My products are not very different from my competitors.
  • All of the other banks in my market use minimal product page content.
  • Yes customers want more information, they’ll just call us.

Does this describe your bank? Here are several reasons robust product pages are vital to your Bankthe website of and how to create them.

So why bother creating product page content?

Looking at this reasoning, it’s easy to see why bank marketers would have a hard time justifying creating content for each of their product pages. Each ofdare four points is quite valid.

Customers don’t want to read a meaningless wall of text. Tthey want to find the information they need right away.

It is also true that all the other financial institutions in your market have deposit accounts and loans. And yes, all of your competitors are actually using the same content strategy when it comes to their product pages.and they always open new deposit accounts, get loan leads and generate phone calls.

So why should you bother creating unique and high quality content for your product pages?

The SEO factor of Bank product content

It’s no secret that having unique, high-quality content on your site is one of the most effective SEO strategies out there, but many companies believe that simply have a blogand worse, publish syndicated content on your blogis the cornerstone of a content marketing strategy. Pthe content of the product page is potentially even more important.

The benefits of having content-rich product pages are many:

  • Increasere customer engagement
  • More lead
  • Better organic search visibility

But how do you create this content? What After is there to say about afree current account?

Six ways of improve your financial product pages

There are so many ways to improve your product pages, and you don’t need to implement each of these tactics to generate results.

Really, your product pages should aim to do two things: educate your customers about the product you are offering and show them how to take the next step.

However, if you want to deliver a truly exceptional customer experience that answers your customers’ questions and shows them why your Bank is their best option, here is six characteristics of successful sites.

1. Call to action

One of the most importantand often most often overlookedelements of a financial product page is the call to action. Once someone has read your content and is interested in your offer, what’s their next step? generate a conversion?

  • Do you want them to visit one of your locations to open an account? Link them to your placements page.
  • Do you want them to fill out a form or call a specific phone number? Be sure to include clickable email addresses and phone numbers on your site, or links to your contact page.
  • Does he have to fill out a form to contact you? Place the form directly on your product page.
  • Want them to contact a lender or other professional? Include the lender’s contact details on the page.

Don’t wait until the bottom of each page to include a call to action. There is no guarantee that someone will read your entire page or scroll to the bottom to see it. Spread your calls to action across the page and use anchor links to guide your users to relevant conversion points.

2. Product Feat and reat

First of all. gGive your customers the most important information. This is probably what they came for here, so make sure that essential information about your products is immediately visible. This is a great opportunity to make a bulleted list of the benefits of your product. It’s a perfect way to give someone the basics in an easy to digest bite size format. But don’t stop here!

As much as possible, be transparent about your prices and conditions. Even if you don’t have the best rates, this information will work in conjunction with any other product details you provide to help your customer make an informed decision.

3. Convincing visuals

No matter what you’re selling, visuals can have a huge impact on the attractiveness of your product page. Sure, it can be difficult to find a compelling image for your free business checking account page, but high-quality images can really help your audience connect with your. product and Mark.

You can find royalty-free photos on the websites such as Pexels or Unsplash. If you want to make it easier for yourself, partist with a design professional or agency who can create these images for you and align them with your current branding.

Oh, and don’t just use pictures of hands writing checks, disembodied hands shaking (especially in our new post-handshake era), a golden egg resting on a pile of money, an exterior photo of an inaccessible model house or an equally impersonal photo. Instead, find images that feature people. Why? Because people connect with other people.

You can also divide your page using iconsgraphics and other types of visuals. Use them as a visual aid to help your visitors find the information they’re looking for.

4. Confidence ssignals

If your bank was recently elected number one farm lender in your state, wouldn’t you want everyone to know? What if you received a glowing review from a client who just bought their first home with one of your mortgages?

Confidence signalswhich includes vsuser testimonials, success stories, reviews, industry recognition, local rewardsare a great way to build credibility for your brand. You probably already know that customer reviews are linked to some pretty amazing stats, like how people are 12 times more likely to trust a consumer review than descriptions that come from a company.

Combine them with visuals, such as a star rating, official seal, or image of a prize you’ve won, at visually strengthen your reputation as a reliable partner and resource. These signals of confidence are a great differentiator for help your FI stand out from competition.

5. Frequently asked qQuestions

FAQs are a great way at get ahead the most common questions about each product you propose. By posting these questions and answers on individual product pages, you can respond to specific queries related to that product. The best way to generate FAQs is to simply identify common questions your customers ask on the phone, in your webforms, or when they visit one of your sites.

You can also use FAQs as a method to proactively guide a user towards opening an account or applying for a loan by asking questions. such as “How can I apply? “Or” What documents do I need to apply for this loan?

More As a bonus, FAQs are great for organic research. Often, potential customers search for their queries in search engines like Google. By providing a relevant answer to a common question, you are more likely to appear in their search results, increasing the chances that a highly qualified prospect will land on your site looking for an answer.

6. Link to the internal pageis lying

Whenever you reference a different product or service on one of your product pages, be sure to link that text to the corresponding product page. It helps your users find other pages that they might be interested in.. In addition, internal links can help search engines understand how your website is structured and interconnected.

If you have a blog (you should besides) or other educational resources, you can increase theI visibility and engagement by posting links to them on your product pages. If you have a blog on how to choose the right mortgage for your needs, it would be a great resource for anyone browsing your mortgage offers. A downloadable white paper on retirement planning would be a great fit for your IRA page.

Forget him ‘Iesse is more ‘mentality

When it comes to the content of the product page, the main thing is that you are not help your customers by withholding information in the hope that they go take the initiative to contact you. When you compete with online banks that offer exceptional transparency with their rates, reviews and a multitude of product details, your Bank the site must offer an experience designed to educate and engage your audience.

Scott Stellwagon is a digital strategist at BankBound, a marketing agency focused exclusively on growing local financial institutions.

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